In the modern world the concept of fair trade is one that has captured the imagination of a generation, as people look to ease their consciences by turning themselves into ethical consumers. Saying this then, let’s talk about the rise of fair trade wine.
The concept of fair trade is one that has been around for some time now. It’s basically where companies invest in products that are ethically made. Farmers, makers, factory works etc. receive fair industry standard compensation for their hard work. It’s literally trading fairly.
As the world has become more connected through tools like the World Wide Web, we’ve started to care more about farmers on the other side of the world. Seeing really is believing; once we’d seen how major western corporations were exploiting them, we couldn’t stand for it. Hence, fair trade.
There’s a balancing act with fair trade. Because companies are paying producers in the developing world industry standard rates, western consumers have to pay more, however they’re willing to because they have the money to spend and want to feel as though they are good people. This basic idea has led to an entire fair trade industry with everything from chocolate to clothes on the table, ready and waiting for western consumers.
It should be no surprise then, that fair trade wine has become quite popular. It fits the criteria. Many popular wines are produced in regions of the developing in world such as Argentina and Chile where trading restrictions are looser. Therefore there’s certainly room for fair trade wine. It’s meant that fair trade wines such as Pinot Grigio from the La Riojana area of Argentina are finding a place with consumers.
And they really are finding a place with consumers. Volume sales on wine in the UK rose by 24% (almost 11 million litres) in 2013. That’s a staggering number considering it equals 13.7 million bottles. Furthermore UK brand Co-Op, known for its dedication to fair trade, accounted for 28% of fair trade wine sales globally.
So the numbers really don’t lie here; fair trade wine has become a trend. At the Ideal Wine Company we think that this says something strong about the time we live in. We’ve been and gone through the age of mass production no matter the cost. People are opening their eyes and starting to care about the exploitation mass production can facilitate and turning against it.